FAKTOR KEBERHASILAN PEMASARAN VIRAL DI MEDIA SOSIAL PADA UMKM BANJARENGARA

The purpose of this study is to determine the effect of content quality, social media platforms, and promotional strategies on the success of viral marketing. The research includes 100 MSMEs in the Banjarnegara District that actively use social media for marketing, using purposive sampling techniques. By using SPSS V20 tools to perform multiple linear regression analysis, the statistical results indicate that content quality is not a significant factor affecting the success of viral marketing, while social media platforms and promotional strategies are significant to the success of viral marketing.